At this year's CP+ show in Yokohama, we sat down with senior executives from several major manufacturers, including Canon. Topics covered during our conversation with Go Tokura, Yoshiyuki Mizoguchi and Naoya Kaneda included Canon's ambitions for high-end mirrorless cameras, and the importance of responding to changing definitions of image capture from the smartphone generation.

Answers from the three interviewees have been combined, and this interview (which was conducted through an interpreter) has been edited for clarity and flow.

How important is it for Canon to add higher-end mirrorless products to your lineup?

At Canon we have what’s called a ‘full lineup strategy’. This means that we want to satisfy all of the demands in the market, so we have mirrorless and also DSLR, which combined makes an EOS hierarchy. We want to fill the gaps to satisfy customer demands across the board.

The new M50 is an entry-level model, because that’s where the high-volume sales are. We want to establish ourselves in this market, and then move forward [from there]. In accordance with the full lineup strategy, we will be tackling [the mid-range and high-end mirrorless market] going forward.

The EOS M50 offers 4K video and Dual Pixel CMOS AF, but not at the same time. Is there a technical reason for this limitation?

With the EOS 5D Mark IV, we do offer 4K video and Dual Pixel CMOS autofocus, so technically it is feasible. But given the position of the M50 in the lineup, we can’t include all of the features available in a product like the 5D IV. Given the position of the product, we wanted to achieve the optimal balance [of features] in a camera in that range. We’ve optimized the M50 as best we can [for its market position], and within those parameters, the combination of 4K video and Dual Pixel CMOS autofocus was not possible.

Canon's new EOS M50 offers limited 4K video capability, making it the first of Canon's mirrorless cameras to go beyond HD video capture.

Another manufacturer that we spoke to estimated that Canon would have a full-frame mirrorless camera within a year. Is that realistic?

That would be nice, wouldn't it?

The Tokyo Olympics in 2020 is coming up - when we look at photographers shooting with Canon at Tokyo in two years time, what will we see?

The Tokyo Olympics is a very important opportunity for us. If we look at the professional camera market, we would like to introduce a professional model at that time. Having said that, we take reliability very seriously. So when we talk about [creating] a model for the Olympics, we’re not just talking about performance. We’re also want to make sure that we can achieve the same level of reliability that we’ve always delivered [in our professional DSLRs].

The Tokyo Olympics is a very important opportunity for us

We also want to raise Canon’s presence overall, with camera products and also events and services. We have been instructed [by our senior leadership] to maximize the opportunity!

Canon's gear room at the 2016 Olympics in Rio. Major sporting events like this have always been a major focus for Canon, and have often served as showcases for new professional cameras and lenses. The next Olympic Games will be held in Tokyo, in 2020 and is sure to be a major event for Canon.

In your opinion, what is the most important quality for an entry-level camera?

We are always looking for speed, ease of use, and maximum resolution. We’re also thinking about how we can deliver better image quality than a smartphone. So it’s about really focusing on speed, ease of use and image quality. Small size and weight comes into [the calculation] as well, and also the GUI.

Looking beyond the entry-level class towards cameras aimed at high-end amateurs like the 5D class, those customers need even better image quality, and they also want to take more control over operation. They want to expand, and express their creativity. Reliability also comes into play.

Do you think that 4K video is a more important feature at the entry-level end of the market, or the enthusiast / professional segment?

We believe that 4K video is important for all market segments, and all users. Given that we have a range of products, we always have to think about how best [to implement 4K] in that class of camera. And you can do more with 4K video in a higher-end camera than in an entry-level model.

Why is that?

The cost required to introduce [features like 4K] into cameras dictates the kind of features that we can introduce [in products of different classes]. 4K is important to offer in all market segments, and in the M50 we’ve achieved 4K at 25 fps, and that’s the best we can do at this time. We can’t introduce all of the features [in an entry-level camera] that we could in a higher-end model. Another point is that consumption of 4K footage in terms of devices to view 4K video – the penetration of those devices in the market, and their adoption, was a little faster than we expected.

In the past, you’ve said that you won’t introduce a high-end mirrorless product until there would be no compromises compared to DSLR technology. Are we getting close?

In the EOS hierarchy we have cameras from entry-level to professional with different features. When it comes to mirrorless cameras, we have entry-level models, and we’ve just about started on the mid-range class. What that tells you is that Canon is confident about mirrorless technology within this range of products.

We still believe there’s work to be done before we can achieve the level of satisfaction that our users are looking for before they could confidently move from DSLR to mirrorless

But if you look at the enthusiast and high-end product class, in terms of both autofocus and viewfinder [experience], we still believe there’s some work to be done before we can achieve the level of satisfaction that our users are looking for before they could confidently move from DSLR to mirrorless. That’s where we are right now. We’re still on the path to development.

Having said that, it’s not like we don’t have the components required to create a mirrorless model that would be on a par with DSLR models. For example Dual Pixel CMOS autofocus, lenses that can focus quickly, and optical components like the EVF. We have the technology required to create a camera that would be satisfactory. It’s just a matter of combining [those components] together. So you can look forward to our developments in the future.

There’s still a perception among our readers that Canon is a little conservative. Where is Canon innovating right now?

Rather than some of the very novel features that some of our competitors have been introducing, we believe that it’s really important to deliver the basics. Speed, ease of use, and good image quality. Dual Pixel CMOS autofocus is representative of that [philosophy]. It’s not only important for stills photography, but also for video. Only Canon is pursuing this area [of development] right now. We also have Dual Pixel Raw, and we’re looking for new ways of applying [this technology] currently.

Canon's schematic of its Dual Pixel CMOS AF sensor structure. The top layer illustrates the light-gathering micro-lenses and conventional Bayer-type color filter array. The lower layer shows how each pixel is split into two photo-diodes, left and right, which are colored blue and red respectively. (Note that this does not indicate different color sensitivity.)

With lenses, we introduced the EF 70-300mm [EF70-300mm F4-5.6 IS II USM] zoom lens, and the EF-S 18-135mm [EF-S 18-135mm F3.5-5.6 IS USM] which both have Nano USM focus motors. This makes three focus actuators: ring type, stepping motor and Nano USM. This gives us more options when it comes to optical design. For a super wide lens like the 10-24mm L [EF11-24mm F4L USM] for example, we offer ring-type USM, which provides higher torque. Our optical technology is a strength that we’re proud of.

Maybe Canon lenses don’t look that different to our competitors, but in terms of performance, we’re able to create lenses that are superior

We also have a range of [special] optical materials, and methods to process these materials. If you just look at specs, maybe Canon lenses don’t look that different to our competitors, but in terms of performance, we’re able to create lenses that are superior. It’s also about post-purchase support. Durability, reliability, and the ability to withstand extreme temperatures. Our users are able to enjoy this level of performance and they appreciate that.

We also have a new product – our new Speedlite 470EX-AI flash, for automatic bounce photography. So we believe that we can provide innovation across the system of cameras, lenses and accessories. Our customer base is also diversifying, particularly generations ‘Y’ and ‘Z’. They’re looking for new things. We were just at CES in Las Vegas, where we showed some new concept models. We got a lot of feedback, and we want to turn [the concepts] into a marketable product pretty soon.

When we look at trends in mirrorless technology, we’re considering the technical advancements that are possible.

Clearly, the transition to mirrorless will be a big challenge, technically. When you look ahead to further mirrorless development, are you envisaging a new lens system?

It’s been more than 30 years since we launched our EF lens mount, and we’ve sold more than 130 million EF lenses during that time, so we can’t simply ignore that many lenses in the market. At the same time, when we look at trends in mirrorless technology, we’re considering the technical advancements that are possible. It’s a difficult question to answer, but maybe let your imagination suggest some possibilities!

The move from FD to EF in 1987 was bold but also controversial given the legacy of FD lenses and the lack of compatibility between the two platforms. Do you think that situation will happen again?

That’s a difficult question to answer. There was a lot of discussion and debate about that shift, in 1987, and we’re going through the same thing now. We want to nurture and support our [existing] EF customers and we’re in discussion about that at the moment.

Canon's recently-announced EF 85mm F1.4L, showing the electronic contacts which are a defining element of the EF lens system, first introduced more than 30 years ago to replace the all-mechanical FD lens platform.

In 1987, the shift was from a mechanical interface to an electronic interface. That [precluded cross-compatibility]. Despite that shift, the change provided significantly more value for our customers, which is why we went ahead. If it turns out that [the introduction of mirrorless] will create a similar situation, this might be a decision that we would take [again]. But we’re not sure yet.

Because we’re already using an electronic interface, the shift will be more gradual [than it was in 1987] so [we would better able to] maintain compatibility.

Looking ahead, what is Canon’s main priority?

We want to improve our product lineup, including lenses. We just released an entry-level model (the EOS M50), and because young people are really getting into photography more actively, the entry-level segment is one that we always need to make sure to tackle.

The entire concept of capturing images has changed over the past couple of years

When it comes to maintaining market share and ensuring growth, what is the most difficult challenge that Canon is facing?

We’ve been producing cameras for a long time, but the entire concept of capturing images has changed over the past couple of years, and we need to engage with this new style of capturing images. The first stage is our new concept cameras. It’s important for us to relax and expand our concepts of image capture.

This is of the several concept cameras that Canon has been showing this year - an 'intelligent compact camera' designed to automatically capture images, and intelligently learn about the kinds of pictures you want to take.

Now, maybe the camera can be beside you, or maybe even away from you, and still capture the image that you’re looking for. We need to have the technologies to respond to [these new ways of capturing images] in the way that Canon should.

For a very long time, Canon and Nikon dominated the professional market. There’s a lot more competition these days. Is more competition good for Canon?

More players means more activity in the industry, which is a positive thing. Having said that, of course it’s tough.

Does this pressure generate better ideas? More innovation?

Very much so, and it goes both ways. For all players, to be stimulated by increased competition allows us to level-up across the board.

Is it more important for camera manufacturers to design cameras that behave more like smartphones, or that they communicate the benefits of a dedicated camera to smartphone photographers?

I think we have to do both. We have to continue to evolve the traditional benefits that a camera can provide, and at the same time we have to consider the diversification of image capturing tools, including smartphones, and what they have to offer. Our mission is to pursue both approaches.

Editor's note:

This interview was the fourth time I've spoken to Mr. Tokura in recent years, who has become more senior within Canon since we first met back in 2014. Our conversation at CP+ covered some old ground (the perception among some industry-watchers that Canon is a little conservative, increased competition from the likes of Sony, etc.) but this year I really got the sense from talking to him that Mr. Tokura and his team will have some pretty interesting products to show us in the not too distant future.

We know from previous conversations with both Mr. Tokura and his boss Mr. Maeda that increasing the speed of product development has been a priority at Canon in recent years. Since then, we've seen some solid refreshes at the top and middle of Canon's DSLR lineup (along with some truly excellent new lenses), but a lot of the company's energy seems to have been directed towards the lower-end, especially within the EOS M lineup. This focus on the entry-level segment of the camera market ('where the sales are', as Mr. Tokura said in our interview) makes sense, but I've expressed my own disappointment in the past about such a 'slow and steady' approach in the face of increasingly fast-moving competition.

Canon has the technology for high-end mirrorless - it just has to put all the pieces together

It's been a long time coming, but in this interview Mr. Tokura came pretty close to at least hinting that higher-end, perhaps even full-frame mirrorless is imminent – and maybe even within the next 12 months. As he said, Canon has the technology – it just has to put all the pieces together.

Possibly even more exciting is the possibility of a professional model to come by 2020. Back in 2016, Mr. Tokura reminded me that Canon likes to launch flagship models in Olympic years, and the fact that the next Olympiad will be held in Tokyo is likely to present an irresistible opportunity. You heard it here first.

Canon has shaken up the photography market several times in the past, and has the potential to do so again.

Speaking of the future, the Canon executives I spoke to at CP+ were very keen to show me the mockups of a range of concept cameras that were first unveiled at this year's CES show in Las Vegas, in January. While none are finished, marketable products (yet) it's clear that Canon is keen to explore products that respond to what Mr. Tokura calls 'a new style of capturing images'.

Canon is sometimes criticized for taking a conservative approach to product development, and in some cases this is true (although it isn't always a bad thing). It's important to remember though that Canon has shaken up the photography market several times in the past, and there's every chance it could do so again.

Comments

This headline is like a giant joke... Ok Canon you had all those years to come out with FX mirrorless and make great first impression into this market... yet you come out with a camera that shoots 2-4 fps and cant track a turd flushing down the toilet ...Despite Sony's shortcomings you made the decision for people with no lens investment really easy. ( so did nikon)

After reading that I got the impression that a high end FF mirrorless won’t be coming from Canon any time soon. There was talk of a new high end for the 2020 Olympics but it was never hinted it would be mirrorless. What they did say was establishing low end, then mid level then up from there was priority. That sounds like more than 2 years.

'increased competition allows us to level-up'Nice. Simply replace "allows" with "forces", there you go.

I even believe their claim that the M50 cannot do 4k in an appropriate way (means: without being crippled), probably due to lack in processing power. This again would lead to assume, that Canon is holding back their available 4k technology from the 4k EOS cinema cameras, although these have been on the marked for years now.

In the year 2018, where almost every new handset does 4k, this is simply pathetic.

Barney, you point out exactly what Canon's problem is:Of course they know how to implement 4k sensor-wise and codec wise.But obviously their silicon divison (read: Digic processors) are lagging behind a lot in implementing 4k for low power devices.

“But given the position of the M50 in the lineup, we can’t include all of the features available in a product like the 5D IV. Given the position of the product, we wanted to achieve the optimal balance [of features] in a camera in that range.”

Translation: We are actually unaware of any other camera manufacturers who may not be doing such compromises.

And

“in the M50 we’ve achieved 4K at 25 fps, and that’s the best we can do at this time. We can’t introduce all of the features [in an entry-level camera] that we could in a higher-end model.”

Translation: We could have, but we didn't want to. And, incredibly, we think that $800 is the entry level price point

"“Rather than some of the very novel features that some of our competitors have been introducing, we believe that it’s really important to deliver the basics.”

I read the same paragraph as "we won't do it as we are protecting our higher end products".

This one:

"But given the position of the M50 in the lineup, we can’t include all of the features available in a product like the 5D IV. Given the position of the product, we wanted to achieve the optimal balance [of features] in a camera in that range.”

The issue with Sony is the colours and contrast and the overall look of the image once in PS, owning a sony A7ii and a 6d(now a 6d2) confirms this problem, no matter how much you play with the Sony raw files it's still an issue, Canon for me produces an image that is very editable compared to the sony. Yes the Sony has some pretty dam good features, eye focus, IBIS, EVF(which I really like and find useful), I'd be happy if Canon could produce a FF mirrorless and I'd pay the price too...

Looking beyond the entry-level class towards cameras aimed at high-end amateurs like the 5D class, those customers need even better image quality, and they also want to take more control over operation. They want to expand, and express their creativity. Reliability also comes into play.

Too much time looking at what type of camera that the guy standing next to you is holding instead of looking at the scenery in front of you. I love features and specs but come on, really? I'll be out taking photos while some of you will just stare at your equipment wondering if it's really good enough for you. Photography is supposed to be enjoyed not something to complain and wail about because of a spec sheet. Peace.

Not huge into video myself, but the Canon DPAF makes a big difference for DSLR video usability. Give it a try if you have a chance. I am discovering there are some situations/stories that video can capture/tell far better than stills.

I care about it but aren't obsessed with 4K very good quality easy to shoot 1080 is all I need. Movies cinemas were basically 1080 for quite a while and I don't remember thinking they need more detail or noticing the increase with the went up in resolution.

Sony was the king of the Trinitron (tube) television era. They rested on their laurels, took the market for granted, and got left in the dust by Samsung and others in this flat screen era. Do I think this will happen to Canon? No. Do I think it can happen to Canon? Yes. The saving grace is their lenses.

Now they look at dual-pixel technology and it terrifies them. If you can generate a depth-map with it, all your super wide and super expensive lenses become excessive for majority of enthusiasts. And they struggle with the decision - to go for it, or to wait and pretend it is not there. Good for them there are still some patents on it so, not too many implementations yet. But it will end soon. And I bet Panasonic or Fuji will introduce it asap for they cropped sensors. That will be something really interesting in photography.

Men of Canon you have totally misread the market place, misreading the reason why people are ditching their SLRs to go mirrorless. I was 100% Canon, owning two 5D Mk2s and six very expensive pieces of "L" series glass. Due to a combination of their weight and size plus my age and ability to carry the heavy kit, I needed to to go smaller. I waited and waited for Canon to produce a mirrorless camera, but nothing came along, finally I could wait no longer. I sold my Canon kit and bought into Fuji. I am absolutely delighted with everything about Fuji's cameras and lenses and will never go back to Canon equipment. I personally know six Canon SLR users that have made the same choices as myself, for the same reasons. You look very pleased with yourselves men of Canon, but you have produced WAY TOO LITTLE, WAY TOO LATE and have lost many of your, once brand loyal customers!

photosym, our household has a similar story, although with more bodies. M5 disappointed many in both features and pricing. Now the M50 marketed as an "entry level" camera is a bit of a turnoff for those of us who have used SLR/DSLRs for many years.

This latest interview I'm guessing is designed to encourage Canon people to not jump ship, although many have already moved on and won't be back. I think this interview could also backfire, hurting sales of Canon's full frame DSLRs, as well has hurting sales of their brand new M50--before it even begins to ship! For me, for example, my impulse is to just wait. Unless those promised serious mirrorless cameras come soon, Canon may have hurt itself more than helped with big talk about future models. We'll see. For certain, while I might have been tempted by the M50, I'm definitely back on the wait-and-see-what-comes-next list. Who wants to spend $800+ on a camera that may be obsolete in just a few months?

Canon calls you for waiting, waiting and waiting because it wants you to buy next M60, 5DIV, 6DIV that offers little for high price. This is the buissenes man only, Canon use your hope to take more money from you. You can wait and wait, good to you. I sold my Canon with few L lenses and will never go back to Canon. There are enough good and better offers nowdays. Canon lost credibility in my eyes like no other photo brand.

How is it that with sooo many people leaving Canon for Sony that Canon's share is steady or gaining and Sony is lumped with the other little camera companies? Canon even outsells Sony in MIRRORLESS in Japan.

It is because most photogs know that the cameras are all so good that itty bitty features hardly matter. So they buy what is comfortable, easy, reliable, and well-known. Canon has not let them down so they continue to use Canon. Only DPR gearheads even know the differences between these cameras.

I see Canon as the giant of the camera world. But they are being challenged by other manufacturers and Canon has been slow to keep up. The mirrorless camera market is now flooded with good examples that are quite worthy DSLR replacements for almost all factors including image quality, speed, etc. There are basic advantages to mirrorless and I fully believe mirrorless will become the standard rather soon.

It is possible for Canon to catch up, and surpass the competition in this area. But the other manufacturers are not standing still so I don't expect Canon to win this game soon, if ever.

So, how many cameras have truly offered something new? It's impossible to make a camera that doesn't "copy" what someone else has already done; it wouldn't be a camera anymore.

Also, Canon did develop something new with Dual Pixel AF, which is very different from the kind of on-sensor PDAF used by the other manufacturers. Not necessarily superior, but definitely different. And they are definitely one of the most innovative lens makers, it's not only about the camera bodies.

The only innovative company producing lenses recently has been Sigma. Canon sleep lately with lenses. Nothing for EF-M. Not a specific lenses from Canon which are not already on market ;) They have been good in past and kudos to them but recently...I cant see anything good from them released in past 3 years.

@ozturert; I feel a bit like Mateus1 as well, for a couple of reasons.

Firstly is the cost of their cameras. I bought my 5D2 in (about) 2010 for Aus$3200. The 5D4 is still nearly $5000, while the A7III is listed at Aus$3000!! That's nuts, I had to double check it. [Expensive Sony lenses I know, but they are more of a one-off, long term cost for me].

Secondly was the 6D2 debacle. In my opinion that camera just went too far (backwards) in trying to protect their 5D4 sales.

I just feel like they are trying to screw me/us because they know their EF lenses are good, and have a lot of owners.

Peak Freak, I don't think that's a trust issue. Price does not always correspond to spec-sheet. A7III and even D3200 has a better DR at low ISO and better high ISO performance in videos than A9, so is A9 a rip-off?5D IV is still expensive because that's Canon's top professional body without integrated grip. And in fact, if you use that camera you'll know that it is one solid camera you can depend on always. It has very good AF, touch screen is utilized better than any Sony and Nikon camera, Dual Pixel AF is still (after so many years) better than Sony and Nikon cameras (for video, pull focus), it's DR is not too behind A7RII at Iso100 (maybe 1/3-1/2 stop at most) and better at IS0800 and above, has real weather sealing (unlike Sony's). I had both cameras and D810 at the same time and compared all 3, so believe me 5D IV is great.Price is not only a function of test results and DxO Mark grades.

Ozturert: Maybe it is not a 'trust' issue but I share some of Mateus' frustration. You are fortunate to have your choices. No doubt the 5D4 is a great camera, but I simply cannot justify the cost. I wouldn't mind a 5Ds/r either but they still cost about the same as an A7RIII.Sure, there is some aggressive marketing at play by Sony, but they seem to be offering a heck of a lot more for my money than Canon.[To be fair, I am a landscape photographer so can live without things like Dual Pixel, video etc].

Anybody paying $5000 for a 5D4 in Australia is insane, totally certifiable. It can easily be found non-grey for $4300 or so and grey is now under $4K. Yes it's expensive, but guess how much the D850 and A7R3 cost in Australia.

Also comments about I don't trust Canon are ridiculous. What's not to trust, did they kill your cat or something. It's one thing to say you don't find their products compelling anymore, but to say you don't trust them is absurd.

@Peak freak, The only 6D2 "debacle" is the ongoing disinformation campaign against it. It has the same DR as Nikon's flagship D5, while greatly improving on the AF system of the original 6D. It's a great camera, as many owners have stated. And recent pricing makes it very attractive. If it's a debacle, it's a sweet one producing great pics & video for many 6D2 owners. Sony, Fuji, Nikon, etc. wish they had video AF as good as that of the basic 6D2.

@yake - " for many 6D2 owners. Sony, Fuji, Nikon, etc. wish they had video AF as good as that of the basic 6D2."

LMAO, talk about "disinformation"... hey yake, why post false info about the 6dmk2 debacle? but i'm glad that you did, because it shows that you can't tell the truth.

"The basic takeaway from both the distance and close-range autofocus exercises is reinforced by our experience using the 6D II in the real world. For objects that are some distance away, or for moving objects of any sort, it's best to stick with the viewfinder autofocus system: attempting to photograph anything moving with Dual Pixel in burst mode on this camera is going to just frustrate you.

...the optical viewfinder system can really struggle, as it is unable to detect faces, and it's worth mentioning that face detection in the viewfinder is something Nikon's DSLRs have been capable of for some time."

Don't listen to the naysayers, '6D2 deniers'. Its the perfect camera. And trust Canon 100% to continue doing what they have done so far. I mean they are no1, they must be doing something right, right?!? ;-)

@thx1138; I plucked the listed figures off a couple of Aussie retailers I have used before. It helps keep things relative because all manufacturers have deals.DCW has the 5D4, D850 and A7RII all about AUS $4800. B&H all about US $3200, but the 5D4 is still the most expensive even after $200 cashback.So I agree, you'd have to be insane to spend nearly Aus$5000 on a 5D4, but that is what they want, which was my point.

@ Yake: "Debacle" might be a bit unfair, but I am not the only one who thinks it was a bit of a let down for $2000.I now look at what Sony has packed into the A7III, and the A7RIII, and then there's the Nikon D850, and yeah, I think these Canon excecs make a lot of excuses, but still charge top dollar. Just my opinion.

@osv Oh my. You've quoted DPReview talking about shooting stills in burst mode. However, my comment was about video AF — not shooting stills in burst mode. The 6D2 is not a sports camera as we know.

The bottom line: your quote doesn't even address my comment. So when you accuse me of disinformation, you're not even addressing what I talked about.

Here is DPReview talking about what I ACTUALLY talked about: "Now for Dual Pixel AF."[video of 2 guys at a table]"Here's where Dual Pixel on the 6D II starts to make sense. In these sorts of situations, the camera will tenaciously stick to faces and subjects, so long as you're not using a burst mode. For casual shooting of family and friends, Dual Pixel makes it about as easy as it can get."

The same is verified by many vloggers who choose the 6D2 over other cameras.

Yes these companies need to innovate. It's good for them and good for the industry/hobby/consumers.

But there is no incentive to innovate when consumers will buy a new product just to fill an emotional need. GAS is bad for consumers and the industry. But it's great for companies that want to sell a refresh of older models.

How can you define GAS without it becoming very subjective? The evolving needs of a 35 year old new parent is going to be very different from that of a 65 year old retired enthusiast. Would you apply the same bar of what you consider to be GAS to both of them?

It's a question of needs vs wants. Many consumers confuse the two. Granted, no one needs a camera the way they need water and food.This and other websites have clear examples of GAS and attemts to rationalize it.GAS hurts us all

Sony has not been listening. Users have wanted good battery life, it has taken how many bodies to fix that? Users want reasonably priced lens alternatives such as Canon 24-105mm STM or Nikon 24-85mm VR, has Sony done that? Users have wanted good menu structure and logic, what has Sony done about it? Users want real weather resistance, at least for cameras above 3000 USD, what has Sony done about it? Users want some simple firmware fixes or additions to their cameras, What has Sony done? They have simply released new bodies instead.Sony has a plan, and they modify their plan ONLY based on sale numbers.I am saying these as ex-user of all NEX bodies (except from NEX-5), A5000, A6000, A3000 and A7RII.

Glad to see they're cancelling not well thought out products like Key Mission and Nikon 1. Based on what canon says, it appears that the DLs would have been a hit, and hopefully Nikon will announce a full strategy to compete in mirrorless very soon, or risk being left behind.... as their market share dwindles year after year.

If Sony listened they would have fixed the star eater issue, they would have made the cameras with better ergonomics, they would have released many more APS-C lenses. All companies do silly things and ignore important issues. I agree Fuji is unique in releasing very good firmware updates and adding functionality to even old cameras, but Canon, Nikon and Sony do not do this (well Canon did it once for the 7D and 1DX). No company is perfect and expecting them to be catering to every body's whim is unrealistic

"now Canon is finally starting to listen"... or not.Apparently, they still thing that dispensing features with the tweezers is a perfectly fine approach and that customers actually really appreciate that! In summary, forget about it.

A basic truth about Japanese companies helps to explain their actions. Japanese companies do not consider retail consumers to be their customers. Only distributors/wholesalers matter. Consequently, they react not to our complaints on dpreview, but to declining orders from their major customers.

Sony. Legendary for incomprehensible menus and remote controls. Forever. Not a matter of English vs Japanese but rather Earth vs Space Aliens. That can be the only explanation for Sony menus.

This Canon interview had one purpose: damage control. Canon and Nikon are losing sales to Sony and Fuji, and to a lesser extent, Olympus. All their lost sales are to mirrorless, both entry and high end. These Canon guys are pleading, "Wait. Please wait. We'll make what you want. Just give us some time!"

At least my very personal experience supports their claim of reliability and durability. We shoot an extended Canon and Nikon gear side by side when going for wildlife, in really rugged environments. For our digital age Nikon gear (not the old analogue cameras), cameras and newer lenses, we needed much more service than for our Canon gear: killed AF drives, dead camera buttons after heavy rain etc. Maybe we just have bad luck, but the accumulation of Nikon gear fails is quite striking.

But Canon definitively needs to come up with up-to-date Technology like they used to do in the past. Dual pixel AF can't be everything for years. That said, Canon is still making good profit, so they may understand the market better than some guys posting here.

I could cope with all Sony issues you mentioned... a deal breaker for me was a cold colour rendering. I could not correct for that even in the PP. It's like... genetic defect that can't be corrected. Gave up on Sony exclusively because of that crap colour. Shame, their cameras are technological marvels!!!

The Canon EF-M mount was designed from the ground up to house a FF sensor just like the Sony E mount, in fact their dimensions are almost identical.This is not rocket science folks or a major dilemma. If and When Canon decides to release their FF mirrorless it would be using the existing EF-M mount with an optional EF adapter to maintain 100% EF lenses compatibility and new native FF EF-M lenses slowly filling the catalog in the future.Why this has to be a subject of conjecture at this point ?

That would put them approximately 5 years behind Sony, when they quietly abandoned A-mount, had NEX APS-C E-mount cameras and small lenses, and decided to make the FF A7 with a few new FE lenses, and provide LA-EA adapters for A-mount users. So now all your advantages are nullified and you've lost your captive audience - a customer can adapt just as easily to E-mount rather than EF-M, where the tech is vastly superior and you get features Canon does not have (eg. IBIS, stacked sensor) and no deliberate segmentation. It is not 1987 - they are now the followers rather than leaders. You can see why they are between a rock and a hard place.

FlyinDoc, most customers are not looking for the best or cutting esge tech. They want reliability, simplicity, good colours. Existing EOS M bodies are inferior to A6500 and maybe even A6300 but they still sell A LOT.So Canon just has to come with a reasonably good performing camera (amd a better sensor than 6D II) and 3-4 good lenses.

zxaar, it is important to gain the user base and spread to market. Canon has started from entry level, and has been trying new tech in each revision. They have played simple but effective until now. Body specs are OK: Not horrible not perfect. EOS M5 has a much better ergonomy than A6500, for example and dual Pixel AF is quite good (though needs to be improved for low light shooting).

The simplicity and ease of use is fine at entry level. But at FF, for pros? If they release a FF version of the M5 (with added 1.6x crop 4K) and a few new lenses, will it be enough against the A7III, A7RIII, A9? People pretend like Dual-pixel is some magical solution to everything. Can it do pro level AF for photos? The M5 is nowhere as good as A6300/A6500 for fast action.

Canon is starting to look like many other failing corporations with their best years in the past. Believe it or not just like individuals, corporations also make bad decisions over the years that ultimately could end in bankruptcy or mediocrity and irrelevance.Canon was once pioneer in CMOS tech for sensors. It took Sony 5 years to deliver a FF CMOS for Nikon to catch up to Canon FF offering, yet Canon these days is lagging behind when Sony has the virtual monopoly and very profitable in CMOS sensors for all kind of devices What happened? ask these managers. As for artificially and deliberately crippling products, that is fair game as long as you offer customers choices with plenty of functionality and innovations in their most expensive, top tier products. Unfortunately Canon premium products are also very conservative or no existent like in mirrorless.That is how Fuji and others could enter the Mirrorless market by filling the void left by Canon and NikonI dont trust Canon anymore

Canon has somewhat of a problem right now: they have zero and I mean ZERO appeal to enthusiast market everywhere, and in particular the US.Meaning they serve the pro 'well-ish': ie They have an exceptional (and $$$) machine gun 'mirror schlapper' (1DXII), and, a so and so one for the money (5d4) and then is pretty much dead zone down to the rebel. In the highly contested $1500-2000 they have nothing appealing and even more importantly ZERO for video. Furthermore, Canon is not serving all the overweight, tired US elderly with bad knees wanting less weight and more compact packages (in the camera that is). All these are going to M43 and more feature rich apsc cameras.

Just because they are Canon executives doesn't mean they will make the right decisions.Why they are not competing with Sony in the very profitable, high volume, and critical sensor market?Where their much promised screen technology went before the HDTV explosion?Where is their action camera?Why they conceded market share to Fuji, m4/3 and Sony when they had the chance to dominate the mirrorless market?

Nonsense. I for one have tasted the Sony Kool-Aid (I even focus grouped for them on the A7 series in London). In the end I returned to Canon, for colours, for the glass and the ergonomics. I didn't find the relatively marginal advantages of better DR to be enough to over-ride all those factors.

Distagon18,Did I mention Sony anywhere in or near my comment?!? Your pavlovian response is quite misguided here. This is uniquely a Canon issue of their own doing. I also said it is 'somewhat' of a problem. The biggest problem is market evaporation due to phones, the second layer of that is the gaping hole in their enthusiast range $1-2k that Canon is feeling in the US in particular.

While getting a bit better Canon still lags in higher dynamic range sensors. Don't always need it but when I do it would be very nice to have. Head to head with friends Nikon in challenging light I can see the difference. General use, not so much. Why can't Canon at least match their competition?

They do match their competition. You just don't give them any credit ("getting a bit better ... still lags" ... haha). If people weren't so brainwashed by anti-Canon FUD, they might instead be asking more realistic questions:

Why can't Nikon's D5 even match the 1DX2 for DR?Why does the new Sony flagship A9 only match the DR of 2016's 5D4?Why does the new Sony A7R3 with magic BSI sensor only exceed the 5D4's DR at the very lowest ISO setting?

I own the 5D4 and A7R3 and I can basically push the 5D4 as hard as the A7R3 in high contrast situations other than at base ISO where Sony has the edge for sure, but unless you accidentally are underexposing 5 stops where the Sony can be rescued more easily, in the real world the 5D4 can easily be pushed 4 stops and still have clean shadows and if you are regularly needing more than that you need to look at your technique. From ISO 160 up the 5D4, D850 and A7R3 have basically same DR as verified by

Ah yes, that's a good reminder about some people's need for a 5-stop push. That probably explains some of the Canon-bashing here. People who can't make a picture without a 5-stop push are gonna be lost with Canon, so osv may be one of those people needing to look a their technique.

Sony A7R3 with magic BSI sensor has a trivial fraction-of-stop DR advantage. Wowowowowowow! I am totally gutted. Proof that Canon is waaaay behind!! Canon will never catch up! I must switch to Sony NOW to get amazing fraction-of-stop DR advantage. That fraction is gonna be salvation for my photography!

(I just hope it's not within the margin of error. This switch to Sony is gonna cost me!)

Looks like osv is a bot programmed to keep repeating slight variations of the same post. I suspected Sony had a bunch of bots working overtime, but didn't expect to see such strong evidence as this. Sadly, osv's Sony fanboy algorithm is a little broken, stuck in a rut of triviality.

@Yake"Ah yes, just keep repeating that: Ah yes, just keep repeating that: 20 fps electronic shutter gimmick is the excuse for only matching the DR of Canon's 2016 camera. Good one! is the excuse for only matching the DR of Canon's 2016 camera. Good one!"While providing a matching sensor performance to Canon bodies the A9 offers a performance that outclasses any camera currently on the market. "20 fps electronic shutter gimmick" is also blackout free, sound free and state of the art AF with 93% coverage. You are and incompetent photographers if you argue such thing is a gimmick, and a very opinionated incompetent too.

guys, this is nonsense. It would be the same opposite site when Sony would be loosing 1/2 stop of DR. Sony is better in DR, ISO performance nowdays, know fact but Canon is not that behind far to be frankly clear. There is some difference but its very small. The small difference does not show much in realilife unless you need to extremly push shadows or highlights. I see only when Canon lacks really is jpeg enginer at high ISO and burstrates and missing EYE-AF. What I really dont understand Canon has put to shefl their "Eye-AF" where you could focus with pointing your eye in the EVF. I have been using that on Video camcoder 20 years ago and it worked great already that time (cant imagine with todays processing power how it would be). Would love to see it in any brand rather then moving focusing points manually.

Sony has features which which Canon does not have and its up to the each person if he found them useful or not. Every brand has its strength and weakness.

@LadislavCZWhile agree that the difference in DR does not make or break nowadays, I can tell you that there are situations when shooting in harsh natural light that the difference between my A9 and A7RIII is very noticeable and the A9 is more or less on par with Canon DR. Same goes when shooting night events or low key and there are dark areas that we want to push harder than usual.

Good thing here is all interview headings are collected in one place on this page. So, what we see:2018: Increased competition allows us to level-up2017: We want to be number one in the overall ILC market2015: Every day I'm saying 'speed up!2014: Mirrorless in the very near future

All of these especially '18 and '15 look strange. Like Canon talks to itself and lives in its own world.

It reads to me more like the internal conflict between the "we want to" group..... and the " will we make more group".

2018 Increased competition allows us to level-up..... reads.... Now they cant stop us trying something new for us.2015: Every day I'm saying 'speed up! ....reads.... We keep telling them we have to do more and start to make the changes, but they fight us and say we are making enough money.

@Yakethe list is long:1) Stoping the excessive market differentiation among cameras, it kills enthusiasm and builds up frustration. I think that is the elephant in the room2) A proper mirrorless?3) IBIS?4) A proper 4K with clean hdmi out?5) A buffer that is not a joke?6) Competitive fps?just to name some of the more relevant things. For God's sake the A7iii specifications are better than the 5DIV and not just marginally better! Never mind the 6DII. That is because Canon had to release at the time both cameras that would JUST edge the competition when they are due for an update at a time that things are picking up speed.

@armandino None of those list items would make a difference to me. Somehow, none of them hold me back in the slightest. And I'm still on the 5D3 and original 6D -- great cameras making great pics. Of course, your needs may differ.

@photomedium, Unless you have specific needs that aren't being met, tech innovation isn't going to magically improve your photography. For example, does electronic shutter improve my photography? Not a bit. I get the same pictures, but with new risks of failure. Does mirrorless improve my photography? No, I get the same pictures, possibly with a smaller camera and worse battery. Does an extra 0.3 stop of DR improve my photography? No, I'll never notice it. Will more fps improve my photography? No, I don't shoot anything for which that would matter. My needs are pretty simple. As I said, other people's needs may differ.

For me, photography is not a tech spec game. I look at the massive body of great work done by great photographers at the top of their field, in all sorts of genres and situations, and see that it almost never depends on innovation. Generally speaking, it depends on creative people using familiar and reliable photographic tools that don't get in the way.

@armandino Sure, be offensive. You simply don't know ANYTHING about my photography, and yet you go out of your way to assert that a 6D/5DIV holds me back vs. the A7III that's just came out. Think about how ridiculous that claim is.

For example, if you tell me that an electronic shutter is going to suddenly improve your photography, I'll accept that as I don't do *your* photography and can't disprove that it's going to make such a big difference for you. But if I tell you that some feature on the A7III makes no difference to *my* photography, you're going to tell me I have "no clue"? As if I don't know what I actually need?

@YakeI do not need to know your photography, because as a fact ANY photography would benefit from the A7III vs 6D/5DIV.Tell me what you do and I can prove it to you :-)I do not intend to be offensive, sometime I feel to state an hard fact with no fuss.If you stated "the benefits provided by the A7III are, for my style of shooting, of little benefit and I enjoy using the 6D/5D as they are". I would make no objection, but "None of those list items would make a difference to me" is a different statement, which in total honesty, is also irrelevant because even if true is a strongly biased opinion that does not reflect the realty for most users. So cut back your arrogance also displayed in "Just got tired of waiting ... for some camera innovation that magically improves your photography?" and you will se i will mellow down.

"... as a fact ANY photography would benefit from the A7III vs 6D/5DIV."

That's just not a fact, let alone a hard fact. That's your opinion and extremely doubtful. Sounds like pure Sony hype to me. The A7III is going to improve "any photography"?!

Come on. You're nowhere near to proving that claim.

Fabulous work has been done with those and other Canons. It's all over the world, in photojournalism, advertising, editorial, fine art, weddings, portraits, etc. Countless clients have been pleased and countless bills have been paid thanks to work done with those Canons. But you say the A7III would have made some benefit in all of that work? Very doubtful.

Yake,it doesn't matter. Canon makes a (1) great pro DSLR, it's loud, it's heavy and it probably on its last leg technologically. You can slice it and dice it anyway you want that's the way it is. Yes, you can spend the rest of your natural life with a 5D2, just keep on replacing parts on it when they wear out. That's not going to make any difference for anyone's photography. However, that is not the point of DPR.

@Yakeyou are still jerking and kicking, yet you had no guts still to point out what is your photography about because you know that there will evidence of my pretty clear statement.I repeat, I am not stating that Canon cameras like the 6D/5D prevent people from taking great shots, I am just saying that the A7III can get you further in virtually any regard. You can ignore such a simple fact and stick your head underground, but keep it there and do not scream out loud that that is the best idea because it is not.

@NicoPPCI have no objections to disliking a camera, that is personal choice (although I do think most of the times the "dislike" is associated with "different from what I am used to thus not for me").The system as a whole can be a different story (although again Canon glass does more wonders on a Sony than on a Canon body). I have a problem with not seeing objective facts, defending and worshipping cameras that do offer less for too much money because of the marketing strategies. If you are shooting people, it is no brainer: 93% frame coverage eye af is a killer feature. 10fps is a great feature, superior 4K implementation, ibis, buffer, DR, silent shutter, noise... boy the list goes on forever. Realistically there is no area of photography that will not benefit from the added features. If you are happy with what you got that is fine by me just do not argue that all these are useless for getting a better shot because that is strictly naive.

"Really, this technical debate is pure technical and bring very little to the photos themself..."that is untrue. As a professional photographer who has shot literally millions of images with Canon pro bodies I can tell you that in most circumstances these features do make the difference, because they allow me to do things simply and faster what can be cumbersome and difficult with a more conventionally specced camera. Agility and effectiveness are not irrelevant especially in the pro world of photography.

@NicoPPCwhile your preference is very reasonable it does not give you the extra leg Sony cameras do. For instance, you might prefer the OVF, which while more pleasing to look at, will actually hold you back.Only the A9 and the new generation of A7 are competitive and indeed superior, offering performance as demanded by pros. Give it the time. I can tell you that I am generally the only one shooting an A9 in the middle of Canikong users. I can also tell you that my pictures generally stand out compared to the others too when shooting events. I can simply get easily shots that are far more tricky to get with other contemporary pro bodies.Sometimes when I shoot sports among other Canikon users I have hard time repressing a smile, I feel like I am cheating with the AF, black out free, and fps. I feel like driving a sports-car among SUVs. Note that I still own a 1DX and plenty of Canon glass, I owned all Canon bodies worth having. I have no need to be Sony fanatic.

@NicoPPCwe never feel limited until we do not experience something that offers more. Then it is hard to go back. Until you do not know what you are missing out, you do not feel for it ;-)Have you ever actually handled an A9? It is really really difficult using any camera after getting used to an A9.Happy shooting!

I see hedging and promises to stall people leaving. Vaporware as they in the computer world. Anon like Nikon is near to failing if th y don’t take Sony seriously in the pro sector. I say that as a pro who uses Canon.

Jesus!! In these days we have to be always so politically correct ;) It is just a way of saying... Can't I say that I hate pizza, or I hate guns, or I hate War? I don't hate them literally. I'm a peaceful guy :) I just hate their police :)

please, please, were not talking about human rights, or anything like that. People like to exagerate that's all. Is like this puratanism with sex, seen on hollywood... We are reaching a point where nobody can say what he thinks... maybe the people that make pizza feel bad when someone says that he hastes pizza... that said: like photomedium suggested I hereby state that I already said two hail marys... I refrase it, I really don't like these canon's guys policy... is that better? :) Am I forgiven from my awful sins?!?!? Oh please mirrorless camera gods, forgive me for my blasphemy :) LOL

Ha ha. What is the meaning of "allow us to level up"? Who did they need to get permission from? However I am glad they will step their game up which is good for all Canon user. I may not skip a cycle and upgrade from mk IV to mk V if it is a big improvement.

The three stooges at canon, rebel on one hand, sex toy looking gizmo on the left. What a sorry looking bunch. I'd like to know who came up with the idea for the dildo camera."Canon has shaken up the photography market several times in the past" now it can barely make it vibrate. ;-)

I bought my first digital camera in 2000, a 1 megapixel Olympus, my first Canon was a G2 4 megapixel bought in 2003. I bought many cameras over the years and the vast majority were Canon cameras, but after 2012 I stopped buying Canon because they got to stingy with their offerings.

No doubt the massive generosity of other brands made a huge improvement in domarse's photos. Nikon, Sony, etc., were practically giving stuff away, high-end cameras at bargain basement prices, etc. Isn't that what happened?

Canon has innovated. In 2003 they broke the $1,000 DSLR floor with the digital Rebel. In 2005 the full frame 5D. In 2008 the 5DMk2 with lots of pixels, plus it created the DSLR movie market, with hundreds of indie films and TV shows actually shot on the 5D2. In 2015 the new megapixel king was, and still is, the Canon 5DSR. Much earlier, Canon was the leader in autofocus, in image stabilization. Earlier still, Canon was a leader in through the lens metering.

Back farther still, Canon (Kwanon back then) was a little manufacturer of a Leica copy in the 1930's, although they did have a breakthrough product in 1961 with the first 50mm f: 0.95, a lens concept which has been copied many times.

Question is, will Canon become an innovator in the time of mirrorless--and hopefully shutterless--any time soon?

"With the EOS 5D Mark IV, we do offer 4K video and Dual Pixel CMOS autofocus, so technically it is feasible. But given the position of the M50 in the lineup, we can’t include all of the features available in a product like the 5D IV. "This answers EXACTLY why I am leaving Canon behind for Sony.Took FOR EVER to put 4K just to strip it of Canon best video feature.

I suppose he means all the answers the interviewees gave were very vague. They told a lot and we heard little. Maybe it's all about their native japanese politeness or they just don't want to reveal their plans.

They are Japanese, and corporate Japanese at that. You have to read between the lines, as the interviewer did on his Editor Note. People need to travel more or meet people from different cultures. Everything is viewed through an ignorant lens these days.

the critique in this instance was that of the interviewees - namely the Canon Executive Team.

not only did they provide a lack of enthusiasm for the fast pace in which photography is a feature, but they at no point shared what they've done to learn from the rapid changes that are occuring in the demands of modern consumer

see 4K being a surprise for them, see mirror-less uptake be another, and one that hasn't been explicitly stated is how much photography is a feature and not a key constraint ( see drone, phone and home automation equipment makers )

momentum is important and the expressed inertia of existing install-base is holding Canon back

this interview only served to underline the out of touch executive team

Yes, styling is important, although obviously secondary to specification, ergonomics, reliability and performance.

But what one person finds stylish, another person will find ugly.

Personally I don't find Leica cameras to be stylish. I find Fujifilm make very stylish cameras - you can't get much prettier than a Fujifilm XT-2. I find Sony cameras to be totally unappealing from a styling perspective, I think Pentax cameras look fairly horrible too.

But we all have different ideas of what is stylish, and there is something for everyone in the current camera market.

For me works works either ways. I still have my old canon system with a 1DX in hopes that at some point Canon will start sharpening up its tool. Meanwhile I am enjoying Sony getting what I need NOW and not TOMORROW... maybe (this interview is definitely uninspiring).

Plenty of Sony users have Canon lenses too. @armandino, you should get a used 1DXII. The 4K is amazing on it, albeit big files. But CFast cards are getting cheaper, and computers are getting faster and cheaper every month.

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